Question 1

Research has shown that customers who pay by credit card in a restaurant leave smaller tips than those who pay by cash.

Accepted Answer

Research has generally shown that customers who pay by credit card tend to leave larger tips than those who pay by cash, possibly due to psychological factors related to the way people perceive digital transactions versus physical cash handling.

Question 2

As comprehension increases, memory performance decreases.

Accepted Answer

This statement is not necessarily true. While it is possible that an extremely high level of comprehension could lead to cognitive overload and decreased memory performance, there is no inherent inverse relationship between comprehension and memory performance. In fact, in some cases, increased comprehension can aid memory retention by allowing for deeper processing and elaboration of information.

Question 3

According to classical conditioning, simply pairing one stimulus that spontaneously evokes certain meanings and feelings with another stimulus can cause a transfer of these meanings and feelings from one to the other.

Accepted Answer

This is a basic principle of classical conditioning, where a neutral stimulus (conditioned stimulus) is paired with an unconditioned stimulus that elicits a response, leading to the neutral stimulus acquiring the same response.

Question 4

Rewards increase the probability of repeat purchase.

Accepted Answer

Offering rewards, such as loyalty points or discounts, incentivizes customers to come back and make repeat purchases. This has been proven through various studies and is a common strategy used by businesses to increase customer retention.

Question 5

According to the discussion in your readings about sparkling wine and champagne, sparkling wine can only be called champagne if it is made in the champagne region of France.

Accepted Answer

This is correct as per the protected designation of origin (PDO) regulations of the European Union, only wines produced in the Champagne region of France can be labeled as "Champagne."

Question 6

All thinking and reasoning occurs in short-term memory.

Accepted Answer

The answer of All thinking and reasoning occurs in short-term...

Question 7

In classical conditioning, better results occur when the unconditioned stimulus comes immediately after the conditioned stimulus.

Accepted Answer

In classical conditioning, better results occur when the conditioned stimulus (CS) is presented just before the unconditioned stimulus (US) and both stimuli overlap slightly. This timing allows the organism to learn the association between the CS and the US more effectively.

Question 8

"More doctors recommend taking an Aspirin every day" is an example of a comparison omission.

Accepted Answer

The statement implies that more doctors recommend taking an Aspirin every day compared to a previous time period or compared to other medications. However, no specific comparison is made, making it an example of a comparison omission.

Question 9

When an association between an unconditioned stimulus and a conditioned stimulus is learned, the conditioned stimulus presented alone will elicit a conditioned response similar to the original unconditioned response.

Accepted Answer

This is a basic summary of classical conditioning, where a neutral stimulus (the conditioned stimulus) comes to elicit the same response (the conditioned response) as an unconditioned stimulus after being paired together.

Question 10

According to operant conditioning, eliminating shipping cost, expediting paperwork, and shortening delivery time are examples of negative reinforcement.

Accepted Answer

Negative reinforcement is a process in operant conditioning where a certain behavior is strengthened by removing or avoiding a negative outcome or stimulus. In this case, eliminating shipping cost, expediting paperwork, and shortening delivery time all remove negative stimuli (e.g. cost, delay) and therefore can be considered negative reinforcement.

Question 11

The mere presence of credit card symbols causes people to spend more money, even when they pay in cash.

Accepted Answer

Research has shown that the mere presence of credit card symbols can activate the notion of spending and encourage people to spend more, even when they are paying in cash. This phenomenon has been called the "credit card premium."

Question 12

If information in short-term memory is not used, it can be lost in only 18 seconds.

Accepted Answer

Research suggests that information in short-term memory can be lost within 18-30 seconds if it is not actively rehearsed or encoded into long-term memory.

Question 13

Research has shown that corrective advertising is typically quite effective at changing consumers' beliefs.

Accepted Answer

Corrective advertising has mixed results in changing consumers' beliefs, as its effectiveness often depends on various factors such as the credibility of the source, the nature of the message, and the audience's pre-existing attitudes and beliefs.

Question 14

In an advertisement using classical conditioning, the product represents the conditioned stimulus.

Accepted Answer

In classical conditioning, the conditioned stimulus is a previously neutral stimulus that becomes associated with the unconditioned stimulus (which elicits a natural response). In an advertisement, the product can become associated with a desired response through repeated pairing with stimuli (such as music, colors, or emotions) that naturally elicit that response. Therefore, the product can be considered the conditioned stimulus.

Question 15

Misleading advertising practices are unfair because consumers must form inferences to comprehend most advertising claims.

Accepted Answer

Misleading advertising practices can be unfair to consumers because they often have to rely on implied meanings or form their own interpretations of the claims being made. This can lead to confusion, misunderstandings, and ultimately, dissatisfaction with the product or service being advertised.

Question 16

Without memory, we cannot physically function in society.

Accepted Answer

Memory plays a critical role in our daily lives, allowing us to recall important information, learn new skills, and navigate our environment. Without memory, we would struggle to perform even the most basic tasks and would be unable to function effectively in society.

Question 17

Classical conditioning is more effective for older, familiar brands than for newer, less familiar brands.

Accepted Answer

Classical conditioning can be effective for both older, familiar brands and newer, less familiar brands, as it relies on associating a stimulus with a response, not on the brand's age or familiarity.

Question 18

Exposing people to a large amount of information is not sufficient to produce learning.

Accepted Answer

Learning requires not only exposure to information, but also processing and making meaning of that information. Simply providing information without opportunities for reflection and application may not result in meaningful learning.

Question 19

"Women who look younger use Oil of Olay" is an example of a claim that implies more than is actually stated.

Accepted Answer

The claim suggests that using Oil of Olay can make women look younger, but it implies that all women who use it will look younger, which may not necessarily be true.

Question 20

Learning under operant conditioning is faster under partial reinforcement but more persistent under continuous reinforcement.

Accepted Answer

Learning under operant conditioning is faster under continuous reinforcement but more persistent under partial reinforcement.

Quiz 9: The Role of Learning and Memory